Civil Service campaign
Agency: TMP Worldwide
Landing the right message for all kinds of returners
The challenge
The Civil Service wanted a new look and feel for their Returners Programme. And this campaign needed to speak to all kinds of people who’d been on another path for all kinds of reasons. While we found their experiences differed wildly, one important element united them all.
The solution
The insight told us that the unifying factor for our audience was a total loss of confidence. So I imagined a range of reasons why someone might take a career break or change lanes. I then crafted a gently supportive message that would underpin the entire campaign.
Adcept copy
Online copy
Exhibition stand copy
